PR junkie

I’m much better looking than that ad!

Ever seen the 2002 movie Minority Report?

Characters in this sci-fi flick are barraged with virtual display ads as they walk through public places. Six years ago this concept was crazy, like hovering skateboards; seems we’re now a few years away from it actually happening.

Companies will begin targeting you with personalized ads on digital screens, reports The Wall Street Journal. Marketers are tailoring these ads based on your previous purchases and soon based on your appearance. WSJ said Dunkin Donuts is among the first to try the concept.

Forget the creepy, sci-fi aspect of these ads and instead consider the potential embarrassment. One morning you have a bear claw craving. You dash away from the office, buy four and greedily gobble them in a bathroom stall.

Months later you’re at Dunkin’ Donuts with an attractive co-worker and standing before a digital screen an ad appears for six packs of bear claws.

“Ha, ha, that’s weird,” you mumble. “Why would I want six bear claws?” Then, as your stomach rumbles, you order a glass of water.

Now imagine this scenario. You just gobbled six bear claws and your self-esteem is fluttering. Out for a stroll you pass a digital display that creates personalized ads based on your appearance. What pops up? Dog food.

“So your marketers think I look like a dog?” You complain.

“No, no,” a company spokesman says. “You look like a dog owner.”

“Why do I look like a dog owner?” You reply. “Because you think I’m needy?”

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Posted by Michael Sebastian on August 26, 2008 6:05 AM | Permalink

Comments (6)

CT Moore:

RFID is going to be a huge part of this. This is the reason they want to move into a digital currency.

Posted by CT Moore | August 27, 2008 11:21 AM

Posted on August 27, 2008 11:21

fragileheart:

I don't understand advertising based on appearance so will all fat people automatically see ads for McDonald's and gyms? Colour me confused.

Posted by fragileheart | August 26, 2008 3:40 PM

Posted on August 26, 2008 15:40

Drew:

This has been building for a while (your grocery store register receipt most likely has coupons on the back targeted to what you buy; your on-line searches probably bring up ads keyed to what you have searched for in the past; on-line retailers like Amazon.com present you with ads offering you "other books you'll like" based on past purchases.)

I suspect sometime soon we will will see legislation passed that will enable us to opt out of such advertising, similar to what e-mailers are now required to offer us. (Industry efforts will probably prevent tougher provisions requiring that advertisers ask our permission -- opt in -- before being permitted to hit us with such ads.)

Posted by Drew | August 26, 2008 11:28 AM

Posted on August 26, 2008 11:28

Kiku Rupjhson:

Google already does this with gmail and it pisses me off.

I like my advertising to be so good I don't even know I'm being advertised to... not so obvious I get all embarrassed and self-conscious feeling.

And paranoid.

Posted by Kiku Rupjhson | August 26, 2008 11:28 AM

Posted on August 26, 2008 11:28

Jon:

Dangerous. I hate to think of a time when ads for Viagra or adult diapers start popping up when I enter a drug store.

The humanity.

Posted by Jon | August 26, 2008 11:27 AM